1. Social Media as a
Fundraising Tool
Emily Davis, MNM
EDA Consulting LLC
www.edaconsulting.org
2. The Power of Social Media
edaconsulting.org Social Media as a Fundraising Tool
3. What are your fears?
edaconsulting.org Social Media as a Fundraising Tool
4. • Recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
edaconsulting.org Social Media as a Fundraising Tool
5. Cons to Using Social Media
• Loss of control
• Time investment (training,
maintenance )
• New communication structure
• Ideas and opinions that are
shared may change over time
• Getting staff/board investment
in new technology
• Transparency
edaconsulting.org Social Media as a Fundraising Tool
7. Crawl
Characteristics Areas of Improvement First Steps
Not using social media Need basic marketing 1. Develop
consistently plan (i.e. branding, print communications
materials, online strategy (audience,
Resistant to change outreach, etc.) goals & objectives,
etc.)
Struggle with control Leadership-driven
change in culture to 1. Listen & develop online
adopt online presences
engagement
1. Leadership initiated
discussion about
engagement
edaconsulting.org Social Media as a Fundraising Tool
8. Walk
Characteristics Areas of Improvement First Steps
Using 1 or more Learn & use best practices 1. Low-risk pilot program
social media to demonstrate ROI
platforms, but not Focus on 1 – 2 social
consistently media platforms 1. Build implementation
capacity internally
Online presence Need to link to campaign,
connected to program(s), objective(s) 1. Create/revise social
marketing goals media policy
Need to link goals,
objectives, and activities 1. Integrate and
document
Need to identify audiences measurement data
Collect data for
measurement
edaconsulting.org Social Media as a Fundraising Tool
9. Run
Characteristics Areas of First Steps
Improvement
Strategic use of multiple Need more 1. Social media staff
social media tools sophisticated trains & coaches other
measurement tools org staff
Part time of full time staff
for digital communications Find ways to increase 1. Research more
more involvement sophisticated
Board using social media from staff across the measurement data,
in governance organization tools, and processes
Social media usage 1. Evaluate, revise
integrated throughout org strategies
Has developed 1. Share success stories
relationships & with other orgs
technology integration
edaconsulting.org Social Media as a Fundraising Tool
10. Fly
Characteristics
Embracing culture of learning
Use social media data to help the leadership guide decisions
Demonstrate clear and compelling results
Networked with other organizations showing similar success
Internalized social media communication best practices including:
Strategy
Implementation
Integration
Evaluation
edaconsulting.org Social Media as a Fundraising Tool
11. What do you need for great
social media work?
• A plan linking efforts to • Culture that embraces
programs & mission social media
• Selected, targeted • Willingness to listen,
social media platforms learn, & adapt
• Skills & commitment to • Measurement & eval
using social media strategies
• Organizational • Ability to take small
investment steps to build from
edaconsulting.org Social Media as a Fundraising Tool
12. Ten Tips for Using Social Media
edaconsulting.org Social Media as a Fundraising Tool
13. Ten Tips for Using Social Media
edaconsulting.org Social Media as a Fundraising Tool
14. Purpose
Goals & Objectives
Tools & Implementation
Engagement
Insurance
Measurement
Elements of a social media plan
edaconsulting.org Social Media as a Fundraising Tool
15. Why Plan?
• Map for activities
• Explain why you are using social media
• Measurement
• Clear guidelines, expectations
• Other?
edaconsulting.org Social Media as a Fundraising Tool
16. Identify Purpose(s)
Learn more about social media
Reach a different demographic
Connect more with a current
demographic
Access other research or
resources
Promote
brand/event/idea/product
Communicate
Share your story
Other?
edaconsulting.org Social Media as a Fundraising Tool
17. Goal and Objectives
Increase website traffic
Sell more product
Share ideas
Learn about resources in
your field
Promote an event or idea
Develop your brand
Test ideas
Other?
edaconsulting.org Social Media as a Fundraising Tool
18. Tools and Implementation
• Blog • Facebook
– How often will you blog? – Profile/Group/Page
– What will you blog about? – Who will manage?
– Who will blog? – Facebook Ads?
• Twitter – Will you link to Twitter?
– How often will you tweet? Ping?
– What will you tweet • LinkedIn
about? – Group and subgroups?
– How will you track? – Who will you invite to join?
– Who will you follow? – Who will be admins?
– Who will tweet? – How often will you post?
edaconsulting.org Social Media as a Fundraising Tool
19. Implementation
Who will manage your social
media?
Who will contribute to your social
media?
Board members
Staff members
Volunteers
Stakeholders
Way to tell your organization’s
story
Ask questions
Solicit dialogue
edaconsulting.org Social Media as a Fundraising Tool
20. Some Insurance
Keep it simple, but include:
Purpose of the social media
tool or online sharing
Who can use the online tools
What is your org’s purpose in
using these tools
Examples of information that
should be shared
User guidelines
Consequences for violation(s)
Reconfirm commitment to
mission
edaconsulting.org Social Media as a Fundraising Tool
21. Evaluation Examples
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Are you listed? (Twibes)
Facebook Ads
Feedburner/ Feedblitz
Record/note how many people:
Become a fan/ Join a group
Send links
Recruit other friends
Promote on their profile,
blog, website
Cost: Care2 ROI calculator
edaconsulting.org Social Media as a Fundraising Tool
22. There is NO judgment about where your organization
falls on the spectrum. Social media is a process!
Social media is as much art as it is science.
Social media is always evolving – emerging technology
is always changing as is our learning.
Ten Tips to Using Social Media are a foundation for
any social media.
edaconsulting.org Social Media as a Fundraising Tool
23. Please Don’t
• Be inauthentic
• ONLY ask for money
• Speak at your followers
• Ignore stakeholder input
• Make it hard to participate
• Stray or ignore your plan
edaconsulting.org Social Media as a Fundraising Tool
24. Blogging, Twitter,
FACEBOOK & Linkedin
edaconsulting.org Social Media as a Fundraising Tool
25. Why is a blog useful?
• Face & voice to campaigns
• Share org news
• Build community
• Tell your story
• Personal connection
• Deepen relationships
• Share opinions & personalize work
• Organizational history online
• Internal, organizational
communications
• Dynamic content
edaconsulting.org Social Media as a Fundraising Tool
26. Blogging Stats for Fundraisers
• 12 million Americans • Online 6% more than
blog average Internet user
• Over half of Americans • Incomes greater than
read blogs $75,000
• 11% more likely to • 55% more visitors
purchase online then • 97% more links to
the average Internet website – drives traffic
user & SEO
• Make more purchases
online
edaconsulting.org Social Media as a Fundraising Tool
27. Blog Best Practices
• Plan and be consistent
• Two-way
communication
• Everyone participates
• Network within the
blogging community
• Let go of some control
• Promote your blog
• Cross communicate
edaconsulting.org Social Media as a Fundraising Tool
28. Sample Blog Topics
• Organizational announcements
• Program and organizational successes
• News and resources related to organizational
mission – ask permission!
• Volunteer/board/client spotlights
• Videos and interviews
• Call for support – donations, volunteers, board
recruitment
• Guest opinions
edaconsulting.org Social Media as a Fundraising Tool
29. What is Twitter?
• Microblogging
• Real time access to info
• Succinct communication
(140 characters)
• Branding
• Marketing & outreach
• Education
• Online community
• Donor engagement
edaconsulting.org Social Media as a Fundraising Tool
30. Why Use Twitter?
• 4 billion tweets in first • Access new audiences
quarter of 2010 • Ask and listen to what
• Viral recs people are talking about
• Build a network easily • Get advice
• Recruit people Share • Learn from others
links & ideas quickly • Promote your website
other partner website and
• Low-cost knowledge
• Provide information • Hone your messaging for
across networks programs and fundraising
• Education
edaconsulting.org Social Media as a Fundraising Tool
31. Creating Content
• Ask questions of yourself
• Watch what others post about
• Ask people what they are
interested in
• Follow topics
• Retweet!
• Blog posts
• Website content
• Pictures
edaconsulting.org Social Media as a Fundraising Tool
32. Twitter To Dos
• Tweet 5 – 20 times per day (includes RTs)
• Identify hashtags
• Thank those who follow you thru DM
• Search for people to follow
• Choose a social media dashboard tool
• Share info with people beyond your inner circle
• Explore lists
• Paper.li
edaconsulting.org Social Media as a Fundraising Tool
33. Tweetraising
• Twestival: Raised
$250,000 for charity:
water (2009)
• Tweetsgiving: $11,000 in
48 hours
• Twollars
• Tweet4Good
• Challenges
• Matching gifts
edaconsulting.org Social Media as a Fundraising Tool
35. Facebook Pages
• Fans instead of Friends • Content shows up in
• Page = Business profile fans’ walls
• Share – badges, thru • Recommended for
profile wall businesses, npos,
• Applications (i.e. celebrities, brands
Twitter) • Purchase ads for
• Event creation promotion
• Become a fan of other
pages
edaconsulting.org Social Media as a Fundraising Tool
36. Facebook Cause
• 46% increase in online
giving between 2008 &
2009
• Nonprofits have raised
$26 million using • Specific calls to action
Causes • Project-based
• Causes can now publish campaigns
to news feeds • Peer-to-peer
• Portal to your website fundraising (birthdays)
edaconsulting.org Social Media as a Fundraising Tool
37. Facebook Cause
• 2.3 million monthly users How to…
• Nonprofits have raised •http://www.youtube.com/
$30 million using Causes watch?v=GmLwBNEqmcg
• Specific calls to action •http://www.fundraising12
• Project-based campaigns 3.org/article/starting-
• Peer-to-peer fundraising cause-facebook
• Share stories & track
success
• Portal to your website
edaconsulting.org Social Media as a Fundraising Tool
39. Why Use LinkedIn?
• Groups provide • Provide information
resources (give and across networks
receive) • Education
• Learn from others • Access new audiences
• Build a network easily • Ask and listen to what
• Recruit people people are talking about
• Promote your mission
• Share links & ideas
• Hone your messaging
quickly
• Low-cost/ FREE!
edaconsulting.org Social Media as a Fundraising Tool
40. LinkedIn Groups
• Similar to Facebook
• Create subgroups
• Create discussion
topics
• Share news links
• Ask questions
• Share organizational
news
edaconsulting.org Social Media as a Fundraising Tool
41. Understanding Social Networks
“Organizations don’t have to create… social
networks; they exist all around us in a
variety of forms. Networked Nonprofits
strengthen and expand these networks by
building relationships within them to
engage and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in
their social networks, which is the key to
growing very big quickly and
inexpensively.” (Fine and Kanter, 2010)
edaconsulting.org Social Media as a Fundraising Tool
43. Print Resources
• Fundraising and the Next
Generation
• The Networked Nonprofit
• I’m on Facebook, Now What?
• I’m on LinkedIn, Now What?
• Mobilizing Youth 2.0
• The Complete Facebook Guide
for Small Nonprofits
• Twitter Jump Start: The
Complete Guide for Small
Nonprofits
edaconsulting.org Social Media as a Fundraising Tool
44. Online Resources
• Socialbrite.com
• IdealWare
• Mashable.com
• Nonprofit Technology Network (NTEN)
• Alltop Nonprofit
• Beth Kanter: http://beth.typepad.com/
• Social Media Plan Outline:
www.ideaencore.com
• www.delicious.com/coloradononprofithelpdesk
• A. Fine Blog
• frogloop
edaconsulting.org Social Media as a Fundraising Tool
45. Thank You!
Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@edaconsulting.org
www.edaconsulting.org
www.edaconsulting.org/blog
s
www.Facebook.com/edanpo
consulting
Twitter: @edaconsulting
edaconsulting.org Social Media as a Fundraising Tool
Notes de l'éditeur
Introductions Your name and role/title Experience with social media What brings you to this training? What is one burning question you want answered? Question 1: What are your fears? That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. Question 2: What are benefits to using social media? Donor recruitment, cultivation, & STEWARDSHIP Build relationships Viral recommendations Leverage networks Get feedback Cost effective & green Communicate your cause: Tell your story Bring people to the inner circle Transparency Test ideas It’s where the next gen IS! Question 3: What are drawback to using social media? Loss of control Time investment New communication structure Engagement – internal & external Transparency 6/19/12 www.edaconsulting.org EDA Consulting LLC
That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. What are some comments you ’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON ’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting
EDA Consulting LLC 6/19/12 www.edaconsulting.org
The new technology and information is going to happen whether you are a part of it or not. It ’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn ’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting
Social media is like an organizational life cycle You adjust to the different stages related to your capacity, to different tools and resource This is a spectrum – where do you find yourself in that spectrum? Know where you are so you can know where to go. 6/19/12 www.edaconsulting.org EDA Consulting LLC
EDA Consulting LLC 6/19/12 www.edaconsulting.org
Plan that links online communications to programs/mission. Select, targeted social media platforms . Skills and commitment to using social media. Organizational investment in the power of social media. Organizational culture that is open to networking. Willingness to listen, learn and adapt to advance organization’s brand online. Measurement and evaluation strategies. Ability to take small steps that will build on themselves. 6/19/12 www.edaconsulting.org EDA Consulting LLC
EDA Consulting
It is important to have some insurance when it comes to social media. Very infrequently have I seen posts, comments, etc. that are inappropriate for the platform, but you want to be prepared. Be sure to outline the purpose of your social media tools, how to use the tools, what is acceptable, and what will not be tolerated including spam. Always reserve the right to ask someone not to participate or block them from posting. A good example is a nonprofit network I consult for - it is not appropriate to post information that is related to real estate on a nonprofit-focused network. Be sure to have action steps clearly outlined in your policy when someone has violated that policy. EDA Consulting
Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27 Rinse and repeat EDA Consulting
EDA Consulting LLC 6/19/12 www.edaconsulting.org
EDA Consulting LLC 6/19/12 www.edaconsulting.org
EDA Consulting
I like blogging better than e-newsletters… Some people use them for their main websites – can make it as simple or sophisticated as you like. Start with an internal blog before starting one that you share with your donors. Readers are able to comment and share information Use resources like Feed Burner, Feed Blitz and Google analytics Some groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this) EDA Consulting
From Mobilizing Generation 2.0 (Ben Rigby, 2008) EDA Consulting
Every time you post a comment on another blog it links back to yours. I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge. Blogging makes your org more transparent and responsive….new structure! EDA Consulting
10/12/11 EDA Consulting Social Media Training Series Nonprofit Cultivation Center
It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011, [6] generating over 300 million tweets and handling over 1.6 billion search queries per day. [3][8][9] It has been described as "the SMS of the Internet." [10] EDA Consulting
EDA Consulting
What are you focusing on? What are you doing right now? EDA Consulting
Twitter isn’t the point, it’s about relationships and people give to people Build your community of supporters first Be clear about your funding request and its impact Be enthusiastic to create viral recommendations Who is behind the scenes to bring donors in and take them to the next level? Recognition? One-on-one interactions still count – be sure to meet with people one on one Don’t over ask and over plan – know that your message could go viral and will be in the hands of others Recognize your donors and volunteers online Provide online status reports Provide relationships into the future… don’t let your message and fund raising end after your Twitter campaign Evaluate and revise for next campaign EDA Consulting
A great way to send information to your supporters that will show in their profile wall without overwhelming their inboxes. EDA Consulting
People are more likely to donate to a project rather than just general operating Causes are not just for raising money, but as a portal to direct them to your website. In 2009, the vast majority of nonprofits were not really using Causes Why are you on Causes? What do you want to accomplish? Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action EDA Consulting
People are more likely to donate to a project rather than just general operating Causes are not just for raising money, but as a portal to direct them to your website. In 2009, the vast majority of nonprofits were not really using Causes Why are you on Causes? What do you want to accomplish? Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action EDA Consulting
EDA Consulting
EDA Consulting
EDA Consulting
Use strategy to build from where you are. EDA Consulting
Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26% Livestrong: Twitter is their number ONE referring site Sierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series